JADE COPPER

FASHION PROMOTION

‘HEROINE’ BY HELP

FOR HEROES

BA(HONS) FASHION

MEDIA

YEAR 3

Heroine by Help for Heroes

Heroine is the first female fragrance launched by the charity Help for Heroes.

Help for Heroes has raised over £150 million pounds for wounded servicemen and their

families.

Currently the charity raises the majority of funds through donations from the public but also

sells branded clothing and jewellery on its website www.helpforheroes.org.uk/shop.

Launching a fragrance will be the perfect was to raise the profile of the charity’s online shop

and therefore raise vital funds

The fragrance market is notoriously competitive and new scents need to have a unique

selling point to succeed. The fact that the proceeds from sales go directly to charity will be

the key factor in attracting customers who not only want to smell amazingly but want to be

socially responsible.

There are currently 2000 armed service charities in the UK with a joint yearly income of

£800 MILLION POUNDS. The armed forces are attracting popular support as people grow

tired with constant wars and feel empathy when we are inundated with the images of

soldiers who are injured in the line of duty in the press. It is currently seen as almost trendy

to support these charities and I want to take advantage of this trend.

The Fragrance will be sold for a limited two month period in November and December. This

will coincide with Remembrance Day and also take advantage of the Christmas sales market.

This is traditionally when most perfume sales are made. When something is limited edition

it often experiences a peak amount of sales very quickly as consumers want to feel like they

own something which not everyone will be able to get their hands on.

The fragrance will be sold as a 50ml Eau de Toilette for £12.00. The price point is cheap for

a perfume and reflects the fact that I want the perfume to sit at the lower end of the

market. The designer/high end fragrance market is very competitive and saturated with big

names who have even bigger budgets that as a charity Help for Heroes could not compete

with. Twelve pounds is a reasonable figure that I believe will not alienate consumers who

will also be happy that they are receiving something in return for their money rather than

simply donating.

The fragrance is sweet smelling. As I want a maximum amount of customers I did not want

to market an outlandish scent. The main ingredients are rose and jasmine but to avoid

sickliness this will be counteracted with the woody tones of sandalwood and oakmoss.

Female

Aged 20-50

College educated

NRS Grade B,C1

Likes to help others

Intermediate occupations (clerical,

sales, service)

Donates to charity regularly

Could be married/have children

Earns over £20,000 (has some disposable income)

Attitudes and beliefs: environmentally conscious, not religious,

image conscious but doesn’t avidly follow trends

Newspaper: The Sun

Magazines: Take a Break, Love it!, That’s life, Chat, Womens

Weekly, More, Bella

Supermarkets: Tesco, Sainsburys, Morrisons (middle market)

Computer literate

Shops on the high street- Primark, H&M, Next ,Marks and

Spencer

Logo and Packaging

Help for Heroes is an established charity who already have a

recognisable logo. It would be silly to create as new one

when we want customers to immediately recognise the

brand on the perfume box. The medal connotes heroics

which links in with my chosen fragrance name.

The packaging will be light blue, dark blue and red. These are the colours of the

three parts of the armed forces- the army, navy and the RAF. The colour gold will

also feature which represents a gold medal.

PR

As Help for Heroes is a charity it does not have a large advertising budget. The

charity relies heavily on PR to help it feature in magazines and generate publicity. I

would send a press release along with a sample of the perfume to several beauty

writers on magazines which have the same target reader as my perfumes target

consumer. This means that I would not send it to high end publications such a Vogue

because the price point of my perfume is low.

Examples of publications I would send press release/sample to

Magazines and people who I would send press release to:

Take a Break: Liz Wilde- Beauty Writer

That’s life: Lisa Glassock- Beauty Editor

Bella:

Womans Own:

Womans Weekly:

Love it!: Charlie Bell- Lifestyle Editor

Erin Carfiff- Editorial Assistant

Reveal: Lucy Moon- Beauty Assistant

Amber Ascroft- Beauty Intern

Closer: Matilda Stanley- Style and Beauty Assistant

Maddy Biddulph- Beauty Editor

More: Poppy Lara- Beauty Editor

Zara Kenyon- Junior Beauty Writer

Annie Vischer: Beauty Intern

Look: Samantha Freedman- Beauty Writer

Katie Chan- Beauty Editor

Victoria Jouett- Beauty Intern

Stylist: Samantha Flowers: Deputy Beauty Editor

As all of the magazines I would send the press release and samples to are weekly magazines

I would send them 1 month before the release date of the perfume. On average magazines

take ten days from the copy deadline to reach retailers. If I sent my press release 1 month

before the 1ST of November this would give ample time for it to be featured in an editoral. I

would not want the fragrance mentioned too early as people may forget about it before the

release day.

Mock up of possible editorial coverage for Heroine earned through PR in Stylist magazine’s

the Style List Feature.

Heroine by Help for Heroes

Heroine is the first female fragrance launched by the charity ‘Help for Heroes’. Heroine

captures the sweetness of the outdoors. Imagine joy and passion bottled, a total symphony

of scent.

Heroine is an effortlessly feminine fragrance. It blends a scent of pure innocence which is

immediately apparent in the sweet notes of rose and jasmine with the sensuality and

rawness of a mixture of woody tones, most notably sandalwood and oakmoss.

The perfume is the perfect way for consumers to support the charity without simply just

fundraising or donating. Launching on The 1st of November for a limited two month period

on the Help for Heroes website www.helpforheroes.org.uk/shop/ all profits will go directly

to the charity and therefore you can rest assured that every penny raised will be used to

provide practical support to our men and women in the Armed Forces.

Since it was set up in 2007 by Bryn Parry OBE and his wife Emma Parry OBE Help for Heroes

has raised over 150 million pounds which it uses to support our servicemen and women

alongside their families. In the five years since it was started the charity has built four state

of the art rehabilitation centres and aims to help injured personnel get back to doing what

they enjoy most.

Head of PR and Marketing for the charity Jade Copper believes the release of this new

fragrance will not only help consumers feel amazing by providing them with a stunning

scent but by helping them to fulfil a moral obligation to provide assistance to those who

have earned it. It will give the customer new scope to be positive that they have

accessorised themselves with a perfume that’s unique selling point is that it celebrates

some incredible achievements and helps give something back, an innovative combination of

the fragrance and charity sectors.

Symbolic of a medal connoting heroism the colour gold lends itself to adorning the box that

contains the scent bottle. In keeping with the charity identity the colours navy, red and blue

also feature, making the packaging instantly recognisable.

Heroine is available as a 50ml Eau de Toilette natural spray for £12 direct from

www.helpforheroes.org.uk/shop

For visuals or further samples please contact Jade Copper on 02074640845 or email jade.copper@h4h.com

Help for Heroes already raises a giant amount of funds from its online store. It sells lots of

womens clothing accessories and jewellery. Branching out into limited edition cosmetics

could be the next step after this fragrance. A bright red lipstick and blue/red nail varnish

could be marketed in exactly the same way and the colours would still be symbolic of the

charity. Here are some examples of the items available for sale on the website.

Here is how the perfume would look on the Help for Heroes website.

Partnership with The Sun Newspaper

Help for Heroes and the Sun newspaper have often joined forces to raise money for injured

troops. The benefits for both parties are obvious. The Sun gets to associate itself with a

giant charity and gets to look like it is a force for good that cares and Help for Heroes gets to

reach the Sun’s giant readership which is over 2 million people per day. I contacted the

press office of Help for Heroes and the advertising department of the Sun and both parties

told me that the charity would be able to advertise free of charge inside the newspaper.

This helps to keep the budget as low as possible. Here are some adverts that have already

featured inside the Sun newspaper in relation to Help for Heroes. These adverts all stick to

the same theme of asking the reader what they can do to help. The advert for ‘Heroine’ will

stick to this theme but will also answer the question by showing the person who sees the

advert that they can help by buying the fragrance.

Some of the images I took at a military parade for my advertising campaign.

Final advert

The advert will be a double page spread in the middle of the Sunday edition of newspaper.

The model is looking directly at the reader. The double page spread will be eyecatching and

does not overload the reader with information. It tells the reader that ‘Heroine’ is a

fragrance being sold by Help for Heroes and that all profits will go directly to the charity. It

also tells the reader the price, launch date and where to go to buy the fragrance. One of the

initial problems I had with the fact that the perfume will be sold exclusively online (to avoid

any profit having to go to third partys) is that people will not be able to smell it. To

overcome this problem I have decided to include

scent strips inside the newspaper. When you open

the newspaper you will therefore immediately be

drawn to the page which includes the advert and the

scent strip as it will be thicker than the others. This

also means people will be more likely to look at the

advert rather than just flick past it as you would

normally when reading a newspaper. According to

ABC the Sun on Sunday sold an average of 2,010,826

copies in January 2013. I found a company online at

global trade website alibaba.com who make these

scent strips at a cost us $0.0034 (with a minimum

order of 5000 units). I contacted them and to

produce 2 million would take them 3 weeks

(including delivery) and would cost me $6800 (or

£4492).

Scent insert

Final advert